always positive, looking forward
About six months ago, I read one of the best books on marketing that I have read in a while. It was called “BE DiFFERENT or be dead” (amazon affiliate link) It was written by Roy Osing, who it turns out is an amazing guy who has a ton of great ideas to contribute to [...]
Deciding on where you will position your company can be a huge challenge. Competition is fierce. Often times, you are competing with other local shops, regional competitors, and large national chains. Some of them are more savvy than others when it comes to branding and positioning. However, taking the time to position your small business is probably one of the most important things you can do to ensure the long-term survival of your business.
Did you ever notice that there aren’t many music stores around? It used to be you could run to the mall where there would be a music store that sold almost any album around. They even sold posters, music books, and all sorts of memorabilia. And now, almost all of those stores are gone.
How do you know if you are delivering a customer service experience that really matters to your consumers? Before you can even ask this question, you need to have a clear understanding of the difference between your “core service” and your “service experience.”
I recently finished a great book by Roy Osing called, “BE DIFFERENT or be dead” (amazon affiliate link). In the book, Roy discusses a major issue that many businesses seem to miss the mark on. It’s one that is easily overlooked – the difference between delivering on your customers’ expectations and wowing them with amazing service experiences.
I’ve already spent three days talking about Roy Osing’s book, “Be DiFFERENT or be dead,” so I thought it might be fun to end out the week with some additional thoughts about the book and what I am currently doing to apply the things I learned. Today, let’s talk a bit more about what I am doing with his use of the “only” statement.
In the book, Roy takes a lot of time talking about how businesses need to take a long look at themselves and figure out what they can do differently from their competition. He asks all of us a cool question – what are doing that no one else in your market is doing? Once you’ve got an answer (if you have something), you then need to answer this by creating your “only” statement. Here are a few examples of what the might look like:
Yesterday, I shared the first part of an interview I conducted with Roy Osing, author of a wonderful new book called “BE DIFFERENT or be dead.” Today, we’ll wrap up that interview with a few closing questions.
You touched on technology a bit in the book, however, I was interested in what your feelings are toward the internet and social media. How are these tools affecting how businesses’ approach meaningful differentiation? If you were starting up a small business in today’s market, how would you use technology to help you BE DIFFERENT?
“I tend to view technology as an “enabler of VALUE” as opposed to the source of differentiation. Let the customer drive what you do rather than the technology. Too many technology (product) foggers out there.
That said, the internet and social media can be extremely important as a MEANS of creating awareness for, promoting and delivering the unique customer VALUE you have decided to provide your target audience.
The challenge remains, however, to use these tools in a manner that is DiFFERENT than others. Make sense? Good question.”
I had the opportunity to read a great book by Roy Osing called “BE DIFFERENT or be dead.” As I read the book and started posting about it, Roy and I started conversing on Twitter. It has been a fun experience and I must say that Roy is one of the most gracious and committed [...]
BE DIFFERENT or be dead! – Roy Osing sends a clear warning in his book. It is a warning to businesses both big and small that, in the coming economy and competitive times, we will have to learn to differentiate our businesses better than ever or we risk extinction.
Roy delivers his “BE DIFFERENT” blue print for delivering meaningful differentiation that can be used for both service and product-driven businesses. That is one of the books biggest strengths. In its pages you will find a step-by-step process for changing your business and aligning it with your consumers’ basic needs, wants and desires.
I don’t know if this was how the book was intended to ship or not, but when my copy of Roy Osing’s book, “BE DIFFERENT or be dead,” arrived in my mailbox, the cover was on backwards. All I can say is nice touch (if this was really how it shipped)!
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